Creative Crowdsourcing: Whom Does It Really Benefit?

“No one has ever become poor by giving” is a quote that has been variously attributed to Mark Twain, Maya Angelou, Mother Theresa, and that immortal know-it-all Anonymous. (It was actually Anne Frank, if you were wondering.) Thanks to a new trend in marketing though, many creatives are finding this to not be the case. This trend is called campaign crowdsourcing, and while more and more brands are beginning to embrace it, creatives are growing wary of what may prove to be a very lopsided deal.